Alert Solutions Blog

Sending an SMS Text Messaging Campaign? 4 Mobile Mistakes to Avoid

Posted by Nina Russo on Thu, Aug 09, 2012 @ 12:08 PM

Consumers have their phones clutched to them at all times, consistent with the fact that 90% of SMS text messages are read within minutes of delivery – making it one of the best ways to attract the attention of your customers– fast.

SMS text messaging campaigns are highly effective when applied correctly. However, like any other marketing campaign, mobile marketers need to be careful to avoid these 4 common mistakes.

1. Forgetting to Tell the Customer Who You Are
Ever receive a mystery text where the only clue to who it’s from is by the SMS short code or perhaps an SMS keyword? Here’s the short of it: Identify yourself in every SMS text messaging campaign you send. Better yet, try to include a website URL, email address or phone number too!

2. Not Including a Call to ActionSMS Text Mesaging Campaigns
Not every SMS text messaging campaign has to be action-driven, but the ones that are should be should include a strong call to action (CTA). 160 characters is all you have.  Therefore, you must highlight the value in your message as concisely as possible. 

Because SMS text messages are character-limited, this will force you to have a well-defined call-to-action:  what’s the purpose of the message?  Even adding a single word to an SMS text messaging campaign can prompt can turn an ordinary message into one that prompts the subscriber to take action.

3. Sending Too Many SMS Text Messages
Bombarding your mobile subscribers with redundant messages could be costly.  There is a way to engage your subscribers via mobile without having them unsubscribe – find your send frequency balance. 

You might find your target audience is not receptive to receiving 3 or 4 message per month throughout the year, but might be perfectly happy receiving 1 or 2 messages per day over the course of a specific event or promotion.

4. Failing to be Relevant
Understand your market and choose relevant content to send in an SMS text campaign. You may find that performing list segmentation is a better way to approach your target audience with different SMS text messaging campaigns.

Also, choose an appropriate time to send messages - ideally when you know your audience is not preoccupied. For example, Group A might be responsive to SMS text messaging campaigns sent in the afternoon. Group B might be more likely to respond in the evenings or on the weekends.

For information on what you should be doing when creating SMS text messaging campaigns, download our “Guide to SMS Text Messaging” today!

Topics: SMS text messaging, SMS Best Practices, mobile marketing

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